Consumer behavior s.2 Flashcards
Motivations & barriers
Are between the more biological and psychological stages
Origin of motivation?
Comes from a Latin word movere, which mean to move
what are motivations?
it is an inner state of arousal, with the aroused energy directed towards achieving a goal
What does motivation evoke?
it evokes a psychological state in consumers called involvement
What is the barrier?
Is an inner state of arousal, with the aroused energy going into the opposite direction regarding a determined object
in a consumer behavior context the results of a barrier?
is avoiding a determined product, service, brand experience, packaging, advertising campaigns
marketing & research implications for m&b?
Marketing team supports its product, service, brand… on motivations and try to avoid every barrier (having in mind the consumer perception & experience)
Positive valence
motivations, drivers, gains advantages, likes
Negative valence
barriers, stoppers, brakes, pains, disadvantages, dislikes
how is the system from positive/negative valence?
if it is not one or the other it is ambivalence, this means it is neutral, indifference
SWOT analysis and m&b?
strengths are the motivations and the weaknesses are the barriers
features of motivations?
it is based on individual differences, the motivations and barriers of consumer depend on her/his personal learning history about pleasure and displeasure experiences
we can distinguish about motivation?
the level of motivation
the direction of the motivation (object)
motivations are connected to ?
the reward system, the dopamine is triggered with the positive valence
what affects motivations?
Personal relevance, values, needs (desires, impulses), goals
